Research On The Effect Of Shape-Taste Synchronization On Product Review

Crossmodel correspondence is a neural phenomenon when a stimulated sense triggers an unrelated response.For example,in shape-taste synesthesia,when people observe a “round shape”,their taste is triggered and will be perceived as “sweet”.Online shopping mainly deliver information through visual and audio pathways and website designs optimized based on visual-taste synesthesia allows consumers to experience taste perceptions and establish corresponding expectations of products.This paper systematically reviews shape-taste synesthesia related literature.The current studies focus on how shape and taste are match with each other and how shape affects intensity of taste.Because consumer cognition related research are lacking,this paper,from the perspective of consumer behavior,researches how web elements shape-taste synchronization affects consumers' product reviews.Experiment one researches the effect of web element shape-taste synchronization on product reviews.Results show that web element shape-taste have significant effect on product reviews.For sweet products,web element shape-taste synesthesia have positive effects on product review.For products that are sour,shape-taste synesthesia have negative effects.Experiment two summarizes the mediator effect of happiness on the process of shape-taste synesthesia affecting product reviews.Results demonstrates that the mediator effect is significant when shape-taste synesthesia affects products review positively.For sour products,the mediator effect is significant when shape-taste synesthesia affects product review negatively.Experiment three researches the moderating effect of consumer design sensitivity when shape-taste synesthesia affects happiness.Results show that when products are sweet,consumer design sensitivity act as a moderator when shape-taste synesthesia synchronization affects happiness positively.Happiness better if consumers are more design sensitive.When products are sour,consumer design sensitivity act as a moderator when shape-taste synesthesia synchronization affects happiness negatively.That is happiness is poorer when consumers are more sensitive to design.Finally in conclusion,this paper proposes the theoretical significance and innovative points,analyzes the limitations of this paper and looks forward to future researches.